Up your online re­tail

Onboard Hospitality - - How To... -

Air­lines are fac­ing an in­creas­ingly com­pet­i­tive online re­tail mar­ket­place. ECR ex­plains how its MPOS de­vices and soft­ware can help boost sales.

KEY CHAL­LENGES

In a world where orders are placed on the move, apps of­fer in­stant, one-step pur­chas­ing and the va­ri­ety of prod­ucts on of­fer for all bud­gets is vast, air­lines need to get mul­ti­ple fac­tors right to drive sales. De­mand is de­pen­dent on fac­tors such as length of flight and pas­sen­ger pro­files. A uni­ver­sal prod­uct range can­not be broad enough to cover all vari­ables, yet fail­ing to meet de­mand will see pas­sen­gers spend else­where.

CAP­I­TAL­IS­ING ON SALES

ECR’s MPOS de­vices and soft­ware of­fer air­lines mul­ti­ple func­tion­al­ity en­abling them to de­velop sales and cus­tomer ser­vice op­por­tu­ni­ties. ECR Re­tail Sys­tems’ head of sales, Mark Simp­son says: “Our AirPoS soft­ware has been de­signed with a so­phis­ti­cated stock man­age­ment func­tion­al­ity tai­lored to each air­line and us­ing com­plex data to de­ter­mine trends, de­mand and mon­i­tor sales per­for­mances down to time and location, al­low­ing air­lines to de­ter­mine which and how many prod­ucts to sup­ply.”

WHAT'S UNIQUE ABOUT ECR?

ECR’s AirPoS works to de­liver data vi­tal for CRM and pas­sen­ger pro­files based on pur­chas­ing pref­er­ences, his­tory, in­ter­ests and other shared in­for­ma­tion. “Air­lines have the unique ad­van­tage of know­ing pre­cisely who will be board­ing each flight prior to de­par­ture, and this is where ECR can help make this in­for­ma­tion even more valu­able,” adds Simp­son. Each in­stal­la­tion is cus­tomised to the air­line, and is de­signed and de­vel­oped in-house.

INTERGRATING ECR SYS­TEMS

The sys­tem is de­signed to run on the ECRGo2, a fully-cer­ti­fied, all-in-one con­tact­less, hand­held mo­bile point of sale (MPoS) de­vice for the air­line in­dus­try. This and fu­ture ter­mi­nals ac­cept most known pay­ment types, in­clud­ing con­tact­less and mo­bile wal­let, chip and pin, and swipe. Simp­son says: “ECR has car­ried out de­ploy­ments in­te­grat­ing with lo­gis­tics, CRM and BI sys­tems.”

GET ECR TECH­NOL­OGY ON­BOARD

An in­stal­la­tion can be car­ried out and com­pleted inside eight weeks. ECR be­gins by re­search­ing, along­side the air­line, how op­er­a­tions are car­ried out to pin­point any ar­eas for im­prove­ment. “Work­ing to­gether, we de­fine dates for train­ing ses­sions, write a ded­i­cated wiki guide and de­liver the hard­ware. We usu­ally in­stall on­site, but re­mote is pos­si­ble”, says Simp­son.

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